Abstract: The report takes a closer look at how women define the terms "natural" and "premium" when it comes to foundation to better ascertain the top differentiators of natural foundations.

Natural ingredients in cosmetic products are becoming more mainstream with each passing day. Denver-based market research company, GutCheck, recently examined the natural trend with the hopes of better understanding how consumers view these products, specifically foundation.

The company compiled its findings into a report titled, "Natural and Premium Foundation: Agile Attitudes & Usage Study." The report takes a closer look at how women define the terms "natural" and "premium" when it comes to foundation to better ascertain the top differentiators of natural foundations.

Key Findings in the Report

Over 50% of consumers buy foundation because it feels lightweight, is easy to apply and is the right color for their skin

52% define premium foundation as making their skin look flawless

45% define natural foundation as using organic ingredients and being eco-friendly

26% buy foundation because it is from a natural brand (this is not one of the biggest reasons women choose natural foundation)

25% of consumers whose favorite foundation is from a natural brand said they don't care about buying foundation from natural brands